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In March 2010, as part of a redesign of its movie-details pages, the Friends feature began to be phased out.

Users could no longer see their friends ' ratings on movie pages, and what remained of the friends section was moved to a small link at the bottom of each page.

The initial announcement about the redesign on Netflix's official blog made no reference to any changes to the Friends feature.

Hundreds of angry users posted negative comments, and the feedback prompted Netflix's Vice President of Product Management, Todd Yellin, to post a follow-up statement.

While apologizing for poor communication about the changes, Yellin stated that the Friends feature would continue to be phased out, citing figures that only 2 % of members used the feature and the company's limited resources to maintain the service.

Netflix users also began using the movie-reviews section of the website to post comments protesting the changes.